Sans Normal Admup 2 is a regular weight, wide, low contrast, italic, normal x-height font visually similar to 'Latino Gothic' by Latinotype and 'NeoGram' by The Northern Block (names referenced only for comparison).
Keywords: ui labels, branding, advertising, headlines, packaging, modern, clean, technical, neutral, efficient, emphasis, clarity, contemporary, versatility, readability, oblique, humanist, open apertures, soft corners, rounded forms.
This typeface is a slanted sans with smooth, low-contrast strokes and gently rounded joins. Letterforms show open, circular construction in counters and bowls, with a clean, even rhythm and generous horizontal proportions. Terminals are mostly crisp but softened by subtle curvature, and the overall spacing reads airy and legible in both uppercase and lowercase. Numerals follow the same straightforward drawing with simple, stable shapes and consistent stroke endings.
It suits interface headings and labels where a contemporary italic voice is needed without decorative complexity. The clean, rounded forms also work well for branding, packaging, and advertising copy that benefits from a sleek, forward-leaning emphasis. It is particularly effective for headlines, pull quotes, and short-to-medium text blocks where the oblique posture adds momentum.
The overall tone is modern and practical, with a brisk, forward-leaning energy from the slant. Its restrained detailing keeps it neutral and professional, while the rounded construction adds a friendly, approachable edge rather than a sharp or aggressive feel.
The design appears intended as a versatile italic sans for modern communication—prioritizing clarity, smooth geometry, and a fast visual cadence. Its rounded construction and open shapes suggest a focus on legibility and a broadly usable, contemporary tone.
In text, the slant remains consistent and controlled, giving emphasis without becoming calligraphic. Curved letters like C, G, O, and S feel notably smooth and open, and the lowercase maintains clear differentiation between similar shapes, supporting quick scanning at larger display sizes and in short passages.